Impression Management Techniques in Marketing Channels: A Theoretical Perspective and Research Agenda

Abstract

This paper broadens the focus of impression management theory to encompass communications between channel members within a marketing context. A set of impression management techniques is presented which channel members may use to manage impressions within the context of varying channel governance structures. Assertive and defensive impression management techniques are identified as strategies that may help channel members improve, protect, or repair their images as they continue to evolve toward cooperative arrangements.

Additional information

Notes on contributors

Joyce A. Young

Joyce A. Young is an assistant professor of marketing at Indiana State University in Terre Haute. Her research has appeared in theJournal of Business Research, the Journal of Marketing Education, and several national and regional conference proceedings. Her primary research interests are in the areas of channels management and strategic alliances.

William L. Gardner

William L. Gardner, III is a Hearin-Hess Professor of Management at the University of Mississippi. He has published in Academy of Management Journal Academy of Management Review, Journal of Management; Journal of Management Studies, and Organizational Dynamics. His current research interests include impression management, attribution theory, cognitive style, and learned helplessness.

Faye W. Gilbert

Faye W. Gilbert is an assistant professor of marketing at the University of Mississippi. Her work has been published in the Journal of Business Research, Psychology and Marketing, Journal of Health Care Marketing, Journal of Marketing Education, Journal of Marketing Management, and Marketing Education Review. Her current research interests include channel relationships, health care, and educational creativity.